TAG Heuer, the Avant-Garde of Swiss watchmaking since 1860, celebrated in style at the launch event of the latest series of watches from its Formula 1 Lady collection.

Leading media professionals & guests from the audience joined the TAG Heuer team for a relaxing afternoon at the brand’s Ultimate Cabana ins the chilled-out ambience of Nikki Beach Club, Dubai. The lavish launch event treated those in attendance to a stylish makeover from TAG Heuer’s backstage team, followed by a lifestyle photoshoot, which offered everyone an opportunity to flash their femininely chic new wrist-wear.

The enduringly feminine and elegant timepiece has been completely redesigned to embody a blend of sport and lifestyle that perfectly complements the needs of women who like to live life at their own pace. The perfect marriage of fashion, glamour and functionality, TAG Heuer’s renowned Formula 1 Lady collection has been reinterpreted with a series of completely redesigned watches, which can be personalised to allow women to choose the colours to suit their moods.

With a new shape, new materials, new dials, and new straps, this iconic women’s collection has been redefined to satisfy life’s contemporary demands, without sacrificing any of the TAG Heuer’s classic appeal. Each detail of the watch now bears the hallmarks of the TAG Heuer Formula 1 series and has been reworked to give the piece elegance and feminine curves.

One of the standout new features of this model is an interchangeable strap, enabling the wearer to switch from sporty to classic in just one click and adapt her TAG Heuer Formula 1 to suit her unique fashion sense and outfit choices. Available in brown, blue, white, red and black leather, or in metal, the choice of materials and colours give the collection of 24 timepieces a casual yet stylish look, appreciated by today’s busy woman.

The Formula 1 Lady collection is a fitting celebration of 2018 as the year of the woman at TAG Heuer. Case options are offered in polished and brushed steel or black PVD coating, with elegant diameters of 32 or 35 mm, featuring the tonneau shape, to seamlessly align the series with the men’s TAG Heuer Formula 1 models. The entire curve of the case and lugs has been refined, adding enhanced feminine grace to the watch, while the bezel incorporates the collection’s characteristic notches.

Another new feature of this model is the double-plate system on the dial, which adds contrast, improves legibility and creates an interplay of colours, with options ranging from a blue sunray or silver-plated dial, to a full black look, or set with diamonds for a dash of glamour. The TAG Heuer Formula 1 Lady collection is available in a range of modern, on-trend colours.